opportunity 126 of 150 I have written previously about addressing emotions in marketing communication. The best marketing campaigns address both the emotions and the intellect. The best advertising campaigns connect emotionally and provide the data required to support or rationalise an emotional connection. Establishing an emotional connection that creates interest, surprise, wonder, and desire is […]

opportunity 126 of 150 I have written previously about addressing emotions in marketing communication. The best marketing campaigns address both the emotions and the intellect. The best advertising campaigns connect emotionally and provide the data required to support or rationalise an emotional connection. Establishing an emotional connection that creates interest, surprise, wonder, and desire is central to maximising the demand for a brand. More powerful, however, is establishing a visceral connection. A visceral connection goes beyond an emotional connection to an emotionally driven physical connection. Consider for example: Road safety campaigns that shock viewers and make them feel physically sick Smoking campaigns that draw viewers in and make them cry Weight loss commercials that build physical anxiety and fear These are all examples of visceral reactions – emotionally driven physical reactions that result in a physical feeling of being sick, a physical cry, or a physically manifested feeling of fear.…